Changing attitudes towards maths - how a small charity is busting our national phobia of numbers | Psychology of communications conference | 28 June 2018
Rachel Malic, communications manager, National Numeracy
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
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Changing attitudes towards maths - how a small charity is busting our national phobia of numbers | Psychology of communications conference | 28 June 2018
5. How to grow your brain
www.Khan Academy.org Copyright @ Mindset Works
6. What is growth mindset?
Growth mindset = can do this, I’m not giving up!
Fixed mindset = It’s too hard, I’m not going to solve it, I’m
hitting the sofa
We all experience both of these. We’re all human, but we
can learn to control how to manage our fixed mindset, so
that it doesn’t hold us back.
10. Michelle Obama met students from Elizabeth Garrett
Anderson school in London in 2011
Photo credit: Jim Young
11. Her growth mindset message
“And I want you to know that you have everything you need to
succeed at a place like this. You just have to work hard. That's it. You
have to push yourselves. That's the only thing. This does not come
easy for anyone. Everyone here, regardless of their background, got
here because they worked hard. And you stay here because you work
hard. But more importantly, you have to believe in yourself. You have
to mentally believe that you can be here. You have to paint that
picture for yourself.”
Michelle Obama speaking to students from the Elizabeth Garrett
Anderson School, 25 May 2011, White House site.
12. The effect on exam results
Reference: Michelle Obama and an English school: the power of inspiration, University of Bristol,
June 2016 Simon Burgess,
18. Attitudes towards maths in the UK
• I hated maths at school, I’ve always been bad at it
• I don’t think I can improve my maths
• I am too old now
• I don’t do numbers, I'm better with words
• I don’t need maths
23. Attitudes towards maths in the UK
• I hated maths at school, I’ve always been bad at it
• I don’t think I can improve my maths
• I am too old now
• I don’t do numbers, I'm better with words
• I don’t need maths
25. How can you apply EAST to something
really unattractive?
Working on your maths involves struggle
You have to feel uncomfortable before you will improve
The benefits are not immediate, it can take time to see results
What we are trying to do is really hard
26. Start by measuring attitudes
Annual YouGov Omnibus Survey
Psychometric ‘attitude’ test with the University of Plymouth
Focus groups with NHS Trusts, JobCentre Plus, College
students and others
More recently… quick clickbait style ‘personality’ quizzes
31. Motivations
What could motivate people to work on their maths?
• Whenever I try to help my children with their homework it
ends in an argument, I wish I knew more
• I want to get a good deal on my finances, but find it all a bit
confusing
• I want to for a higher level role at work but my confidence
with numbers is holding me back
Source: YouGov omnibus 2012 – 2016, focus groups
32. Messaging and language– breaking down
barriers
Positive and celebratory in tone; personal and relevant style;
accessible and informative
• People like me have done it
• The benefits are real
• I feel supported
43. Campaign results
Awareness Behaviour
Over 60 pieces of news
coverage including BBC
Breakfast and Good
Morning Britain
#NationalNumeracyDay
trended most of day
10,000 social
media engagements
Discussed in Parliament
during Education Questions
25,000 registered to check
their numeracy levels
76,000 web visitors
10,000 took the topical
quick quizzes
7700 activity pack
downloads
Over 100 organisations
involved from business to
government departments
49. New case studies coming through
“I saw this on Good Morning Britain
and thought I'd have a go. Only
scoring in the 60's at first I ploughed
on and got to 89, so it was still there
just a bit rusty. I will now keep my
hand in at least once a week.”
Caroline, National Numeracy Challenge user
50. Coming next
Long term ongoing work to understand attitudes
• At a cultural level (one year on)
• In workplaces (with partners)
• By different audience groups (data to be analysed this summer)
A government contract to look at attitudes to online learning
More beneficiary stories
National Numeracy Day 2019
51. Solutions “I can’t do maths” to “we are all
numbers people”
Always start with attitudes. Understand as much as possible
before trying to create shift.
Break down mental barriers so that people can access
something they are reluctant to.
Build resilience by showing that nerves / struggling is normal.
Give help and advice to manage the fear
Help people to see the value to them and others. Everyday
examples and voices
Turn “I can’t do maths” to “I can’t do maths…yet”
54. Visit the CharityComms
website to view slides from
past events, see what events
we have coming up and to
check out what else we do:
www.charitycomms.org.uk